La realidad virtual y la industria farmacéutica

Hace más de 75 años que la palabra “realidad virtual” existe. Fue el artista de
vanguardia Antonin Artaud quién la usó por primera vez en 1938 para describir
la naturaleza ilusoria de los personajes y objetos del teatro.
Más adelante, en los años ochenta, con el boom del género de ciencia ficción,
volvió a aparecer el término en una novela de Damien Broderick, y a partir de
allí, el concepto ha dejado de ser pura imaginación a una realidad tangible.
Para simplificar su definición, se podría decir que la realidad virtual es una
experiencia generada por ordenador, que lleva al sujeto a una situación o
ambiente simulado.
De la realidad virtual surge también la realidad aumentada, donde la tecnología
consigue transportar al usuario a un mundo virtual donde se mezclan contenidos
digitales generados por un software con el entorno real.
En la última década, la realidad virtual y aumentada ha ido creciendo a pasos de
gigante en el mundo del entretenimiento. Los pioneros del sector desarrollaron
el concepto para videojuegos o cinema 3D; en 2010 Oculus Rift fue lanzado al
mercado como el primer prototipo portátil de realidad virtual. A partir de allí la
tecnología escaló rápidamente, y desde 2016 hay más de 230 compañías
desarrollando productos similares, entre las cuales encontramos Amazon, Apple,
Facebook, Google, Microsoft, Sony y Samsung.
Ahora bien, esta tecnología tiene aplicaciones que van mucho más allá de la pura
diversión, y aunque el concepto no se encuentra tan introducido, en el mundo de
la salud y la industria farmacéutica la realidad virtual está encontrando su lugar.
Actualmente, la realidad virtual se aplica en el tratamiento de pacientes, en
investigación, en la educación y también en el marketing farmacéutico.
Janssen’s ha creado en el 2018 un programa de soporte para enfermeras de
realidad virtual. Esta plataforma ayuda a las enfermeras a administrar un
tratamiento complejo para mieloma.
Merck usó realidad virtual para implementar la campaña interna de rebranding
de la compañía, consiguiendo que sus trabajadores vivieran una experiencia
emotiva y novedosa.
La compañía norteamericana Limbix ofrece un sistema de realidad virtual para
hospitales y clínicas, para mejorar el tratamiento del paciente permitiendo su
inmersión a ambientes para superar sus miedos, practicar conversaciones y
relajarse de forma interactiva.
En la Universidad de Bristol, Inglaterra, se están usando simulaciones
interactivas para manipular la estructura de las moléculas y observar su
dinámica.
Como herramienta de marketing, se está usando la tecnología de realidad virtual
para promocionar productos, concediendo al cliente una experiencia mucho más
real y tangible que con folletos o páginas web.
Y los ejemplos siguen, pero creo que la idea a transmitir ya ha quedado clara.
Esta tecnología está para quedarse, y seguirá creciendo de forma abrumadora,
como otro pilar fundamental del mundo de la salud. Permitirá vivir aquello
imposible, y normalizar experiencias antes únicas y excepcionales.
Master en Marketing Farmacéutico de la BSM de la Universitat Pompeu Fabra
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Today, large companies rely heavily on virtual reality solutions for drug research. They use VR as a target for communication and predictive research. Scientists are using virtual reality technology to understand exactly which molecules are affecting disease targets. Not only do they improve the efficiency of a particular drug development step with VR, they also allow for a better understanding of the interactions between molecules, and thus redesign and redesign molecules.
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